Promotional Case Study:

Galloway cheese coupon label

Customers of Lactalis McLelland’s famous Scottish brand, Galloway, were recently given the chance to try other cheese products in the brand range with a money-off coupon delivered on-pack via a 10 page Fix-a-Form leaflet label.

The Fix-a-Form multi-page label, which was incorporated into the main Galloway Scottish Cheddar weight and price label, promoted both the sliced and grated product variants by offering consumers 50p off their next purchase.

"The Fix-a-Form (leaflet label) provided an instant promotion, without using a classical price promotion mechanic...the promotional activity worked successfully in most retailers where sales consistently grew."

The Galloway Brand Manager for Lactalis McLelland explained, “The promotion ran across the entire range of coloured pre-pack cheddar and aimed to increase awareness of the Galloway grated and sliced products and encourage cross-purchase across the brand. The Fix-a-Form (label) provided an instant promotion, without using a classical price promotion mechanic. We thought the normal Galloway label would not easily support the use of a Fix-a-Form but Denny Bros were able to find the most efficient solution. The promotional activity worked successfully in most retailers where sales consistently grew.”
 
The extended base label on the booklet label enabled Lactalis McLelland to contain the on-pack promotion whilst still being able to over-print the barcode, weight and price details without the need for a separate self-adhesive label.